NEW YORK — Frito-Lay has signed on as the third North American Regional Supporter for FIFA’s upcoming 2022 tournament. The deal represents the first salty-snack brand collaboration for FIFA and the FIFA World Cup.
“We are thrilled to announce our strategic collaboration with FIFA, a brand that means so much to fans globally,” said Steven Williams, CEO, Frito-Lay and Quaker North America. “Soccer has over four billion fans across the world and continues to grow in the US, so we feel this is a great time to build a strategic partnership together and ensure our products are always available every time a match is on TV or at a community’s local stadium.”
The products included in this collaboration include Gamesa cookies, Quaker rice snacks, Quaker grain-based cereal bars and additional salted savory snacks.
While the agreement between the snack company and tournament allows Frito-Lay to use FIFA’s intellectual property, event exposure and ticket access, it also includes digital activations and promotional activities to reach millions of households across 23 markets in Canada, US and Mexico.
“The growth in interest in football, or soccer, in the North American market is incredibly exciting, both for our overall vision of making football truly global and for future commercial growth potential,” said Gianni Infantino, FIFA president. “We are thrilled to welcome a brand aligned with our values related to community engagement, and one that shares our excitement for what lies ahead for the world’s most popular sport.”